Data connectivity platform LiveRamp and Kinetiq, which bills itself as “a scalable solution to unify paid, earned and owned TV impressions at the household level,” have partnered up to “streamline measurement of all TV ad exposures across traditionally siloed channels.”
The companies say the pact will give advertisers “a holistic view of their TV investments across all screens and all streams.”
“By leveraging Kinetiq’s industry-leading ad catalog of 2,600 TV stations across more than 85 countries, LiveRampーthrough its Data Plus Math TV measurement solutionーcan more accurately tie cross-screen ad exposure data to outcomes to perform better, more comprehensive measurement and reporting,” the companies claim.
LiveRamp TV GM John Hoctor said, “Through these enhanced analytics capabilities, TV marketers and media owners no longer have to concede to blind spots when evaluating the value and impact of their expenditures. As viewership continues to fragment throughout the rapidly changing TV landscape, the value of cross-screen measurement and reporting increases tenfold. Access to Kinetiq’s intelligence platform allows us to connect the highest quantities of data with the agility and foresight necessary to deliver across any screen, be it linear, digital, streaming or beyond.”
Capturing TV ad exposures across all formats, lengths and language variations, Kinetiq enables Data Plus Math to connect impressions to other data sources in order to determine ROI, access historic ad placement performance, and optimize future TV and digital buys.
LiveRamp customers can leverage this partnership to map viewers’ ad exposure to actual purchases, store visits, app downloads and other online or offline events, and ultimately gain more robust, accurate and actionable insights about TV audiences at scale.